As discussed in our post on the 2018 martech landscape, there has been a recent surge in platforms built to better integrate your martech stack. As marketing technology becomes more affordable — and thereby more accessible to businesses of all sizes — the demand for solutions that enable various tools to “talk” with one another has become a basic requirement for a successful martech stack.
However, disjointed martech solutions remain a big problem for many marketing teams. According to one report, 56 percent of marketers blame misaligned marketing technology for a lack of campaign success. Integrating your martech stack is about more than convenience; it’s a way to make sure you’re getting the maximum value out of your marketing data.
This post highlights several reasons why integration plays such an important role in a successful martech stack, starting with this big one:
#1. Integration = Bigger ROI
It’s no secret that marketing technology can be a pretty hefty investment. Martech spend makes up 22 percent of an average company’s marketing budget, and as that number increases, CMOs are increasingly critical of where their money goes and the return they’re seeing from specific solutions. The “Frankenstack” has been discouraged by marketing experts for years, however, we’re only now entering a stage where senior leadership insists on tools that communicate with one another.
The reason why is quite simple: when the various tools in your martech stack work together, they inherently work better. An automation tool that plays well with your email marketing platform and social media management solution means more streamlined communication between you and your target customer. Using a data analysis tool that integrates with your data management solution means you’re working with the most accurate, up-to-date insights on your audience. All together, these integrations mean more efficiency and effectiveness coming from your martech stack. And that boost inevitably means a higher return on your investment (which your CMO will surely thank you for).
#2. Integration Allows You to Cut Your Spend
With the rise of more microservices and APIs, technology service providers are continuing to find innovative ways to solve small, specific problems for marketing teams. That means that companies can shift away from investment in major cloud service providers and instead, opt to take a more piecemeal approach to building a martech stack through a variety of cheaper, more niche solutions. By integrating these smaller microservices and APIs into a “quilted” martech stack, teams can save money over investing in massive, multi-purpose platforms.
#3. Integration Means More Adoption
It’s a simple truth of software adoption: the simpler the tool is to use, the more likely it is that your team will adopt it. People inherently want solutions that make their jobs easier — complex tools that don’t communicate with the solutions your team already uses on a daily basis are likely to encounter a lot of adversity. If you want to see your team make use of a new martech tool, make sure it's simple and something that works well with your existing solutions.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.